What does this mean to you? Consider posting a video in place of a complicated step-by-step protocol as written text. Provide technical assistance through video chat. Or, explore similar options. Your customers will appreciate it.

2. A Search Free-for-All

Back when print catalogues were the dominant form of communication between businesses and clients, the most frustrating element was their “lack of searchability. One of the major outcomes of internet popularity is that scientists now strongly favor online search. This trend is particularly prominent among younger researchers. Unfortunately, this also means your competitors have equal access to your clients each time they head online to re-order, making the Internet a search "free for all."

3. Streamlined Search, or "I'm out of here!"

Scientists interviewed at a recent NIH symposium on "Stem Cells in Regenerative Medicine" (November 2010) said they would be willing to spend no more than 30 seconds searching a company's site for products or tools to meet their research needs. If the search function of a site isn't up to par, scientists will head elsewhere.

Again, speed and convenience are key. Scientists might be patient in the lab, but that personality characteristic doesn't carry over online.

4. Reaching a Global Base of Scientists

A positive trend of the past year is the precision-accuracy now possible through Google’s “Translate a Web” functionality. This represents a boon to life science company who can produce a web page in a single language and now have it automatically translated into a limitless number of international languages at no cost, allowing for communication with a global audience of researchers.

5. Multi-tasking with Multimedia
Another trend is that today’s scientists are “multi-tasking with multimedia.” When researchers surf the web, they are also listening to music in the background (usually Pandora), clicking a link to open a YouTube video, and accepting gChat or Skype messages from a friend. Today, consumers usually engage with more than one form of media at a given point in time. In addition, since researchers are likely have a smart-phone in their pocket, the possibilities are multiplied. So, make sure your website and your products demand attention by being unforgettable. The best way we know how is the tried and true method of producing an outstanding product and making its online description easy to understand.

6. Leverage Customer Groups that are “Chatty”
Another result of the technology age is that colleagues are more able than ever to communicate with one another. They can use forums, blogs, user reviews, or email communication to voice their preferences (and dislikes) of life science products.

Furthermore, it is interesting to note that some contingents of people are more likely than others to communicate with their peers (full-time scientists, those earning more than $100K per year). Therefore, it's worth asking yourself, can you focus your marketing to win over these these "chatty" groups?

7. Email Communication
According to a research study conducted at the BIO World Conference held in September, 2010, 44% percent of U.S. researchers said they responded to one or more commercial email offers within the past two weeks. 74% said that email communication had influenced a supply purchasing decision within the past month. Under current economic conditions, researchers are expected to produce more results in less time in order to be of value to their employers. As a result, researchers are demonstrating an increasing appreciation for targeted communication about relevant products and tools that can streamline their lab responsibilities.

To allow life science companies to benefit from this trend, BioInformant offers Targeted Email Lists.